Supermarket Perimeter - July 2021 - 10

&
Older shoppers rely
on past experiences
BY EMILY PARK
or Baby Boomers and Gen X shoppers, price, certainty, and preplanning
differentiate the two generations from their younger
cohorts.
" They're much more about switching chains based on price,
and much more about pre-planning the trip and very much instore
shoppers - traditionalist so to speak, " said Jonna Parker, principle of
the Fresh Center of Excellence for Chicago-based IRI. " Whether it be
how you pick what goes in your feature ad, how you leverage displays
in the store, how you utilize price, promotion as a combination of
feature and display are all strategies anchored around Baby Boomer and
frankly, Gen X. "
Even at the height of the pandemic, Tamera Barnett, vice president
of Bellevue, Wash.-based The Hartman Group, noticed Gen X and
Boomers relying more on past experiences. According to her, older
consumers focus a lot more on taste and familiarity and are less
focused on exploring new things.
Unlike younger generations, Gen X and Boomers are less drawn to
new flavors or impacted by environmental or ethical concerns. They're
even less likely to pay attention to some health attributes such as
organic or clean label.
" There's a certain amount of comfortability they have with the sort
10 - JULY 2021
of products or brands that they've consumed for a while and so while
they may be interested in some of the emerging types of brands that
are coming out, when they are forced to make that trade between price
and some of those other emerging ingredients or product attributes
they're leaning more on the price end of things, " Barnett said. " They're a
little bit more set in their ways where they've figured out what works for
them and they feel less of the need to be pivoting. "
More than anything, simply offering high-quality fresh foods such as
fruits and vegetables and meat can go a long way with Boomers and
Gen X, added Steve Markenson, director of research and insights for
Arlington, Va.-based FMI - The Food Industry Association.
" Clean and neat stores with great product selection and variety
and accurate product information are also important, " Markenson
said. " Older generations are more focused on the core offerings,
while younger generations focus more on other issues - technology,
online shopping, nutrition/health information, local products/produce,
foodservice, private brands, etc. "
Gen X versus Baby Boomers
Overall, Gen X tends to serve as a bridge between millennials and baby
boomers, Markenson noted. While younger generations are more
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Supermarket Perimeter - July 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2021

Supermarket Perimeter - July 2021 - Intro
Supermarket Perimeter - July 2021 - 1
Supermarket Perimeter - July 2021 - 2
Supermarket Perimeter - July 2021 - 3
Supermarket Perimeter - July 2021 - 4
Supermarket Perimeter - July 2021 - 5
Supermarket Perimeter - July 2021 - 6
Supermarket Perimeter - July 2021 - 7
Supermarket Perimeter - July 2021 - 8
Supermarket Perimeter - July 2021 - 9
Supermarket Perimeter - July 2021 - 10
Supermarket Perimeter - July 2021 - 11
Supermarket Perimeter - July 2021 - 12
Supermarket Perimeter - July 2021 - 13
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Supermarket Perimeter - July 2021 - 18
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https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
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https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
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